Imagine if Nike, Apple, or Coca-Cola, brands that are globally recognized, could only sell products and develop their respective brand reputations in their home states of Oregon, California and Georgia.
That is the challenge faced by brands in the medical and recreational cannabis space. When you’re only allowed to produce and sell within state lines, how do you scale nationally and, at some point, globally.
Licensing is a tool used by many leading brands looking to expand beyond their home turf.
Dixie Elixers, a well known edibles and drink brand in Colorado, recently struck a deal with Altai brands to be the exclusive licensee of the Dixie Elixers brand in California.
I sat down with Robert Weakley, co-founder and CEO of Altai Brands, to talk about entrepreneurship, licensing and the edibles market.
Hopefully, I can sit down with the Dixie team to get the perspective of the licensor. Tripp Keber, CEO of Dixie, already promised to sit down with me. I’ll hold him to his word.